Market Research for the Optimization of the Consumers Response to the Recent Award of a Protected Geographical Indication to a Local Product,Beans from “La Bañeza-León” (Spain)

Abstract

In Europe several low involvement food products with reduced productions have been awarded with a PGI or PDO during the last few years. The beans from La Bañeza-León (Spain) are an example of this and received a PGI in September 2005. The general objective was to appraise the effect that the award of the PGI to such kinds of food products has in consumers, in order to optimize the managerial and public policies, and to get maximum advantage from the PGI distinction in the commercialization of them. For low involvement products with PGI, the general guidelines should be to keep the prices as low as possible, to develop intensive public information campaigns about the award of the PGI, and to offer the product in medium or high involvement restaurants, in order to reach those consumers willing to pay more for the product, that are mainly in the age range of 36 to 45 years. It is also discussed that the PGI label would have more interest than a private brand. Specifically for beans from “La Bañeza-León,” the PGI Council should urgently tackle a promotional campaign about the product and the PGI award that should reach to most of the consumers in the target markets, taking into account that as the distance from the production area increases the knowledge of the product decreases. This campaign should help the consumer to clearly identify the beans from the PGI by using an attractive logo, and to inform them that the beans from the PGI are superior than substitutive beans in taste and cooking time. Finally, public campaigns that promote the consumption of beans among youth would be necessary.     

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